When Consumer Brand Sabotage Harms Other Consumers' Relationship with the Brand

Kähr, Andrea; Nyffenegger, Bettina; Krohmer, Harley; Hoyer, Wayne D. (13 October 2018). When Consumer Brand Sabotage Harms Other Consumers' Relationship with the Brand (Unpublished). In: The 2018 Annual Conference of the Association for Consumer Research. Dallas, TX. 11. - 14.10.2018.

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This article shows that consumer brand sabotage can damage the brand by decreasing consumers’ brand attitude and purchase intention through their perceived betrayal and social identity threat. The indirect effects were strongest for consumers with high brand trust and consumer-brand identification.

Item Type:	Conference or Workshop Item (Paper)
Division/Institute:	03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Innovation Management > Marketing
UniBE Contributor:	Giuffredi-Kähr, Andrea, Nyffenegger, Bettina, Krohmer, Harley
Subjects:	600 Technology > 650 Management & public relations
Language:	English
Submitter:	Andrea Kähr
Date Deposited:	29 Aug 2018 11:18
Last Modified:	02 Mar 2023 23:31
URI:	https://boris.unibe.ch/id/eprint/119588